8 Sales Tools That Powered Our Journey to 7-Figure ARR

After you’ve generated pipeline, you need to close those deals – and that’s where your sales tech stack comes in. We’ve learned (sometimes the hard way) that having the right sales tools can significantly boost your team’s efficiency and win rates. That said, tools aren’t magic bullets; your people and processes matter most. But a well-chosen stack can make a good sales team great. Here are the 8 tools that our Account Executive (AE) and post-sales teams use at Unify, and why we chose them.

(When evaluating sales software, we generally look for vendors who ship product updates rapidly, nail the core features, and provide excellent support. The tools below check those boxes.)

• Attention – Call recording and AI-driven call scoring. Attention enables our team to scale coaching without managers needing to join every call. It transcribes sales calls and generates AI "scorecards" for each, highlighting areas where reps did well or could improve. This means our AEs get consistent feedback and training, even as we rapidly onboard new hires.
• Default – Scheduling and lead routing. Default makes booking meetings and assigning inbound leads effortless. We love that non-engineers (like sales ops) can easily tweak our lead routing rules on the fly – no coding or Salesforce admin required. This agility helps ensure every demo request or meeting is promptly routed to the right rep without engineering involvement.
• Guru – Sales enablement knowledge base with AI search. Guru is our central repository for sales knowledge – competitor intel, pricing FAQs, product info, objection handling scripts, etc. Its AI-powered search means our reps can quickly pull up the info they need during calls. This helps new AEs ramp up faster and ensures consistent, accurate info is shared with prospects.
• Synch – Pipeline management and forecasting. Synch is the home base for our sales managers. It plugs into our CRM and gives real-time views of deal progress, pipeline coverage, and forecast projections. By having a dedicated tool for pipeline review, our sales leadership can more easily spot risk in the funnel, update forecasts, and keep opportunities moving forward.
• Scratchpad – Note-taking and Salesforce sync. Scratchpad provides an intuitive workspace for AEs and our post-sales/customer success team to take notes and update deal info, which then syncs to Salesforce. It’s much faster and nicer to use than updating Salesforce directly. The result: better notes and data hygiene, because reps don’t mind doing it.
• Salesforce – Our source-of-truth CRM. No surprises here – Salesforce is where all our accounts, contacts, opportunities and deal data live. We use Salesforce dashboards for many revenue metrics. While it’s not the newest tool on the block, it’s reliable and highly customizable. The rest of our sales stack either feeds data into Salesforce or pulls data from it.
• Saleo – Live product demos/sandboxes. Saleo lets us create interactive demo environments for our product without needing engineering to build custom demos. Our RevOps team can spin up tailored demo accounts to show prospects a realistic product experience. This was a game changer – previously, engineering time was required for every custom demo. Now our go-to-market team can handle it self-serve.
• Unify – Automated outbound and sales engagement. Yes, we use our own product to fill the top of our funnel (dogfooding at its finest!). Unify handles everything from detecting intent signals to finding verified emails to sending multi-step outreach sequences – all automatically. It’s the engine behind our outbound sales motion, so our AEs can focus on pitching and closing rather than prospecting.

Final thoughts: This stack has made life easier for our sales team and contributed to growing Unify’s ARR 24x year-over-year. Our advice is to invest in tools that solve actual pain points for your team and have proven ROI. Don’t be afraid to choose best-in-class solutions – even if they’re pricier – once you have product-market fit. (For instance, we pay a premium for Attention over a cheaper alternative, but its impact more than justifies the cost.) Ultimately, a great sales tech stack won’t close deals for you, but it will amplify your team’s productivity and help every rep sell at their full potential.